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Position Summary
The Senior Director, Field Marketing, USCAN sets the strategy and operating model for Field Marketing across the region, translating global marketing strategies, portfolio priorities, product launches, and core campaigns into regional and sub-regional activation that advances customer engagement, demand generation, pipeline contribution, adoption, and commercial growth. The role directs investment and resources toward the highest-value customer, market, segment, and growth opportunities and establishes accountability for the commercial impact of Field Marketing.
As the senior Field Marketing partner to USCAN Commercial leadership, Sales, Global Marketing, and cross-functional partners, this role aligns field priorities with business and customer needs, brings the voice of the customer and field into commercial and portfolio planning, and ensures coordinated execution across a complex, matrixed environment. The Senior Director leads through a multi-functional organization, builds the capabilities required to deliver the strategy, and represents USCAN priorities in global marketing planning and governance.
Essential Functions
- Set and direct the USCAN Field Marketing strategy and operating plan, translating global commercial and marketing priorities into regional and sub-regional strategies that address market opportunities and business priorities.
- Establish the operating model and priorities for regional and sub-regional Field Marketing activation, ensuring resources and investments are aligned to the highest-value customer, segment, market, portfolio, and commercial opportunities.
- Serve as the senior Field Marketing partner to USCAN Commercial leadership and Sales, shaping commercial strategy and aligning Field Marketing priorities with customer needs, growth opportunities, revenue planning, and field execution.
- Partner with Global Marketing to translate enterprise strategies, product launches, portfolio priorities, and core campaigns into relevant USCAN activation, while bringing customer, market, and field insights back into global planning and governance.
- Establish accountability for Field Marketing contribution to demand generation, pipeline creation and acceleration, customer acquisition, conversion, adoption, and commercial impact; use performance insights to optimize strategy, programs, and investment.
- Direct the strategy for integrated customer engagement across major industry events, regional and sub-regional programs, digital activation, account-based marketing, customer programs, and other field channels.
- Guide development of value propositions, messaging, sales enablement, and channel strategies that support regional segment priorities, customer engagement, and commercial growth.
- Lead market characterization and monitor business performance, funnel health, customer dynamics, and competitive signals to inform strategic planning, investment decisions, forecasts, and adjustments to the Field Marketing plan.
- Ensure the voice of the customer and voice of the field inform portfolio planning, product and solution strategy, and the evolution of marketing priorities and activation.
- Build and sustain strategic engagement with influential customers, investigators, sites, and Key Opinion Leaders through the Field Marketing organization to deepen market insight and advance regional priorities.
- Direct Field Marketing budget and resource allocation, working with Finance and business partners to evaluate return on marketing investment, manage operating expenses, and make tradeoffs across competing priorities.
- Lead the evolution of the Field Marketing organization, structure, capabilities, and ways of working to support changing business models, growth priorities, and regional needs.
Decision-Making and Impact
Sets USCAN Field Marketing priorities and determines how regional marketing resources and investments are deployed across markets, sub-regions, customer segments, campaigns, and field activation. Makes tradeoffs across competing opportunities and adjusts strategy and investment based on customer, market, funnel, pipeline, and performance insights. Influences USCAN commercial strategy, portfolio and campaign planning, and global marketing priorities through the voice of the customer and field. Accountable for the effectiveness of the Field Marketing operating model and the function’s contribution to customer engagement, adoption, pipeline, and commercial growth.
Key Competencies
Commercial and Strategic Acumen – Connects Field Marketing strategy, investment, and organizational priorities to commercial growth and business outcomes.
Field Marketing Leadership – Translates enterprise, portfolio, and campaign strategies into differentiated regional and sub-regional activation.
Data and Performance Orientation – Uses funnel, pipeline, conversion, marketing effectiveness, customer, and market insights to guide decisions and optimize investment.
Enterprise Influence – Aligns senior Commercial, Sales, Global Marketing, Finance, and cross-functional stakeholders around shared priorities and outcomes.
Customer and Market Insight – Converts customer, field, competitive, and market signals into actionable business, portfolio, and marketing strategies.
Change Leadership and Organizational Clarity – Leads effectively through change and ambiguity, translating evolving strategies, structures, and priorities into clear roles, accountabilities, and ways of working. Anticipates the organizational and people impacts of change and creates the clarity, alignment, and conditions teams need to operate effectively through transition.
Transformation and Innovation – Identifies and leads opportunities to transform strategies, capabilities, processes, and ways of working to improve organizational and commercial outcomes. Embraces emerging technologies and new approaches, translating innovation into practical, scalable improvements that strengthen how the organization operates and delivers value.
Executive Communication – Synthesizes complex information and communicates clear strategic recommendations to senior leaders and diverse technical and commercial audiences.
Scientific and Industry Fluency – Interprets relevant scientific, technical, and market information to inform strategy and customer engagement.
Supervisory Responsibilities
- Build and lead a high-performing, multi-functional Field Marketing organization aligned to USCAN commercial priorities and the evolving business model.
- Determine organizational capabilities, structure, workforce priorities, and leadership capacity required to deliver the Field Marketing strategy.
- Lead talent selection, development, performance, succession, and retention, with clear expectations and accountability for business and organizational outcomes.
- Develop leaders and teams to operate effectively across global, regional, sub-regional, and cross-functional boundaries.
- Ensure the organization follows applicable company policies, procedures, budget expectations, and compliance requirements.
Requirements
- Typically requires Bachelor's or Master's degree in genetics, molecular biology, biochemistry, or equivalent is required.
- Typically requires 18 years of experience in marketing and/or sales/commercial roles in the life sciences, healthcare, or medical technology field, or an equivalent combination of education and experience.
- Must be able to travel domestically up to 25% of the time to support team collaboration, attend key business meetings, and engage with stakeholders at various locations.
The estimated base salary range for the Senior Director, Field Marketing - USCAN role based in the United States of America is: $224,900 - $337,300. Should the level or location of the role change during the hiring process, the applicable base pay range may be updated accordingly. The range reflects long‑term growth in the role; therefore, most candidates are hired between the minimum and middle of the range. Placement depends on experience, skills, location, and internal equity. Additionally, all employees are eligible for one of our variable cash programs (bonus or commission) and eligible roles may receive equity as part of the compensation package. We offer a wide range of benefits as innovative as our work, including access to genomics sequencing, family planning, health/dental/vision, retirement benefits, and paid time off.
We are a company deeply rooted in belonging, promoting an inclusive environment where employees feel valued and empowered to contribute to our mission. Built on a strong foundation, Illumina has always prioritized openness, collaboration, and seeking alternative perspectives to propel innovation in genomics. We are proud to confirm a zero-net gap in pay, regardless of gender, ethnicity, or race. We also have several Employee Resource Groups (ERG) that deliver career development experiences, increase cultural awareness, and offer opportunities to engage in social responsibility. We are proud to be an equal opportunity employer committed to providing employment opportunity regardless of sex, race, creed, color, gender, religion, marital status, domestic partner status, age, national origin or ancestry, physical or mental disability, medical condition, sexual orientation, pregnancy, military or veteran status, citizenship status, and genetic information. Illumina conducts background checks on applicants for whom a conditional offer of employment has been made. Qualified applicants with arrest or conviction records will be considered for employment in accordance with applicable local, state, and federal laws. Background check results may potentially result in the withdrawal of a conditional offer of employment. The background check process and any decisions made as a result shall be made in accordance with all applicable local, state, and federal laws. Illumina prohibits the use of generative artificial intelligence (AI) in the application and interview process. If you require accommodation to complete the application or interview process, please contact accommodations@illumina.com. To learn more, visit: https://www.dol.gov/ofccp/regs/compliance/posters/pdf/eeopost.pdf. The position will be posted until a final candidate is selected or the requisition has a sufficient number of qualified applicants.